How to design and process brand identity through an integrated innovative approach

Presently, the leather goods industry in Thailand is facing a severe competition. According to customers the quality and image of products from Thailand are dissatisfying. Thai products often not meet customer satisfactions and requirements mainly due to lack of identity. The research aims to evaluate the brand identity to semantics and presence of design elements, and to validate the perceived message according to what is expressed in product advertising associated with the perception of customers. This paper focuses on the analysis of customers¿ perception after the detailed design of the product. It includes 2 phases. The first phase aims to explore the customers¿ perception to product visual form of luxurious brand. The second phase aims to explore the design elements with express brand identity. This approach will lead further study in order to improving the design expression through specific design elements.